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Join me and Michael Stelzner, editor of Whitepapersource.com and author of the book “Writing White Papers,” as we host a one-hour teleseminar on “Growing Leads with White Paper Syndication: Expanding the Reach of Your White Paper” on Wednesday, July 16, 2008 at 11 AM Pacific. Fee for the class is… Read More
Back in January, Sridhar Ramanathan of the Pacifica Group wrote an interesting post about the pros and cons of using podcasts for B2B marketing. His conclusion: that podcasts shouldn’t take precedence over demand gen priorities such as SEM, but are nonetheless “… a very low cost way for you to… Read More
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would… Read More
A client writes: “I’ve received e-mails in the last month from two vendors (online publishers) offering to post my white papers and other content on their site for free. What’s the catch? I can’t think of a legitimate reason to turn down the offer.” My response: “Have you heard the… Read More
Here at CDI, we’re fierce proponents of “blended marketing”: the idea that every good marketing plan is a broad combination of tactics, vehicles, media, and vendors. Not only does this minimize risk (by limiting the exposure from any one lead source), it makes vendors work harder (more competition), you reach… Read More
Interesting article (and not just because this writer is quoted heavily) in this month’s issue of the Demand Gen Report newsletter on the challenge of measuring ROI from integrated campaigns. Integrated, multi-channel campaigns are here to stay. Even something as simple as a content syndication program can involve a significant… Read More
November 7, 2007 – TechTarget acquires KnowledgeStorm (see press release). Not quite three years since they acquired Bitpipe, TechTarget has swallowed up another big competitor in the online advertising/content syndication marketplace. Confession: I never quite figured out KnowledgeStorm. They clearly were more than moderately successful in the marketplace (though I… Read More